Hancock's jungle hiatus: PR genius or PR gone wrong?

As most UK residents will know, I'm A Celebrity, Get Me Out Of Here is back in its rightful spot in the Australian jungle this year. And, if you know this, you probably also know that pandemic frontman Matt Hancock is one of the 12 celebrities that have made their home in the jungle.

If you've watched I'm A Celebrity before, you're probably no stranger to the many ex-politicians who have previously featured on the show. But this one, for a lot of people, feels a lot different.

Firstly, it is important to point out that all those who preceded Hancock on the hit TV show were all EX politicians. This includes the likes of Edwina Curry, Stanley Johnson, Lembit Opik - to name just a few. Up until now, nobody still serving in government was seen on the show.

It is also important to note that all MP's who have appeared on the show, did so before 2020, before Covid-19 hit. Thus, having nothing to do with the pandemic whatsoever.

The same cannot be said for Matt Hancock.

So why is he doing this, and what will it achieve?

In an interview to the press, the former health secretary told journalists that his intentions upon joining the show were to "go where the people are" rather than, in his words "sitting in ivory towers in westminster."

This, apparently, is his attempt at being able to "talk directly to people who aren't always interested in politics."

In theory, this makes a lot of sense. By appearing on the show he has the advantage of being able to address a different audience to the one he is used to speaking to, giving him a chance at appealing to different people.

His logic, which many may argue is not logic at all, is that by appealing to a different audience he may gain the support of the public in the place of those who refuse to forgive him for his actions during the pandemic.

But will it work?

Had you asked me a week ago, I would have immediately said no. After resigning from his position as health secretary in 2021, I as well as many others definitely believed he was hanging his head in shame. Not plotting an elaborate plan to win back the support of the country.

So, when it was announced he would be heading into the jungle, I think the majority of people didn't have much hope for this PR stunt. The announcement automatically didn't sit well with the public. Many had a lot to say about the disappearance of a serving member of parliament during a country wide cost of living crisis.

And, if the millions of people slamming Hancock for agreeing to go on the show weren't bad enough, his decision even led to him being suspended as an MP by the Conservative party.

All before he had even set foot in the Australian jungle.

With so much backlash before he arrived, I think it came as no surprise to anyone to see that the former MP did not receive the warmest reception upon entering camp.

Pop icon, Boy George, was brought to tears during a conversation with Matt about his mother's Covid-19 hospital experience. While Corrie actress Sue Cleaver brought attention to his apparent abandonment of his West Suffolk constituents.

Many campmates also commented on the change in atmosphere after himself and his fellow new campmate Seann Walsh entered the camp. Though many unsurprisingly stayed quiet, in an attempt to preserve the "family" style environment we're all used to seeing on I'm A Celeb.

Developments in opinion

Something I have found particularly interesting about this seemingly desperate PR stunt, is how quickly the opinions of a lot of people have changed.

Despite the rocky reception he received on entering the camp, as the week has gone on and the campmates have gotten to know each other more, it seems some of them may be warming to him more than we originally thought they would.

In a recent episode of the show we saw Hancock and a number of other members of the camp discussing his actions during the pandemic. During which, he appeared to deny any fault or guilt for his behaviour, coming up with excuses for everything that was brought up and believing that he had paid his dues simply by resigning. Something that I think a lot of people would staunchly disagree with.

Even more interesting, though, is the opinions of the public.

In what seems like a total 180° turn, members of the public appear to be not only sympathising with Hancock, but some are even claiming to "love" him and rooting for him to win the show. All because he took part in a few bushtucker trials.

Of course, there are still a large number of people who are disgusted at the idea of Hancock being in the jungle right now. But with the way opinions have swivelled in the past week, I am very interested to see how they further develop as the weeks go on and the show gets further underway.

For now at least, what seemed at first to be a PR fail, has somehow turned into a bit of a success. And, while unethical to say the least, if things continue as they have been, it could have the potential to be one of the best PR stunts we've seen in politics this year.

How do you feel about Matt Hancock entering the jungle? Are you a lover or a hater? Get in touch or leave a comment and let me know your thoughts!

Chloe Rose